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http://dx.doi.org/10.14400/JDC.2014.12.10.135

An Effect of Consumers' Types of Buying Behavior Values and Types of Price Discount on Product Attitude  

Kim, Eun Hee (Dept. of Advertising & Public Relations & Journalism, Mokwon University)
Kim, Hwa Dong (Dept. of Advertising & Public Relations & Journalism, Mokwon University)
Publication Information
Journal of Digital Convergence / v.12, no.10, 2014 , pp. 135-144 More about this Journal
Abstract
This study examined whether there is difference in consumers' product attitude according to the type of buying behavior values and the type of price discount among their lifestyle. First, the factors of values comprising consumers' buying behavior were derived as frugal buying, impulse buying, quality buying, and principle buying. Cluster analysis showed that the types of buying behavior value included high quality impulse buying, reasonable buying and practical buying. Second, it was found that there were differences in product attitude according to the type of consumers' buying behavior values. Third, interaction effect was found between the type of price discount and consumers' product attitude according to the type of buying behavior values. Fourth, among the factors of value comprising consumers' buying behavior, frugal buying factor has an effect on the product attitude with price discount of 50% and quality buying and impulse buying factors have an effect on the product attitude with bundle price discount (1+1). The above mentioned result of study suggests that when a company establishes a strategy of price discount, it should consider sales promotion strategy taking account of consumers' buying behavior values and type of product price discount.
Keywords
Lifestyle; Buying Behavior Values; Bundling; Price Discount; Product Attitude;
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